Millennial Media Consumption and the Birth of the Anytime, Anywhere
Total Page：16
File Type：pdf, Size：1020Kb
Millennial Media Consumption and the Birth of the Anytime, Anywhere Television Viewing Experience A Thesis Submitted to the Faculty of Drexel University by Andrea M. Gould in partial fulfillment of the requirements for the degree of Masters of Science in Television Management May 2014 ii Dedications I would first like to Thank God, for allowing me to complete this journey. For as it says in Philippians 4:13; “I can do all things through Christ who strengthens me.” Secondly, I dedicate this thesis to my parents, Michelle Ford and Andre Gould and my grandmother, Thelma Gould. I thank you for your continued sacrifices, love, prayers, support and for always telling me that I was someone special. Lastly, I dedicate this thesis to, Katrina Lawrence, my Masters study partner. I cherish every Sunday afternoon we spent in Starbucks studying for hours and I thank you for pushing me to complete this journey no matter how hard it got. iii Acknowledgements I would like to thank my thesis advisor, Philip Salas, for dedicating your time as well as your wisdom and insight in helping me to complete this process. I would also like to thank my program director, Albert Tedesco. Thank your for choosing me as your graduate assistant and pushing me to think “outside the box” as well as pushing me to complete this thesis. iv Table of Contents List of Figures.........................................................................................v Abstract..................................................................................................vi 1. Introduction and Background..............................................................1 1.1 Introduction.....................................................................................1 1.2 Statement of Problem.....................................................................2 1.3 Background and Need....................................................................3 1.4 Purpose of Study............................................................................4 1.5 Research Questions.......................................................................5 1.6 Significance to Field.......................................................................6 1.7 Definitions.......................................................................................7 2. Review of Literature............................................................................8 2.1 Media Consumption Characteristics of Millennials.........................9 2.2 Areas in which programmers/networks are struggling to attract/engage Millennials..............................................................................................13 2.3 Ways in which programmers/networks are currently seeking to increase engagement among Millennials.............................................................16 2.4 Summary........................................................................................21 3. Methodology.......................................................................................23 3.1 Setting/Sample/Participants...........................................................24 3.2 Measurement Instruments/Data Collection/Procedures/ Data Analysis.......................................................................................27 4. Results...............................................................................................29 5. Discussion.........................................................................................42 5.1 Discussion/Conclusion..................................................................43 5.2 Limitations/Weakness...................................................................46 5.3 Recommendations for Future Research.......................................47 Bibliography..........................................................................................49 Appendix...............................................................................................52 v List of Figures and Tables Figure #1- Age...............................................................................................25 Figure #2- Ethnicity........................................................................................26 Figure #3- Educational Background..............................................................26 Figure #4- Occupational Background............................................................27 Figure #5- Frequency of fast forwarding through commercials......................29 Figure #6- Importance of accessing content across multiple platforms..........30 Figure #7- Inclination to continue viewing if social viewing apps and mini-web series are implemented..................................................................................31 Figure #8- Importance of the incorporation of social media in viewing experience......................................................................................................32 Table #1- Cross-Tabulation #1........................................................................35 Table #2- Cross-Tabulation #2........................................................................35 Table #3- Cross-Tabulation #3........................................................................36 Table #4- Cross-Tabulation #4........................................................................37 Table #5- Cross-Tabulation #5........................................................................38 vi ABSTRACT The purpose of this thesis is to identify the major media consumption characteristics of the millennial generation and the impact that these characteristics have on the entertainment/media industry. The unique media consumption characteristics of this generation have not only contributed to the development of new trends but have presented challenges to many programmers and networks. The main challenge has been the creation of compelling content that will attract and engage millennials as viewing continues to become more fragmented and personal. By understanding and identifying the key media consumption characteristics of millennials, programmers/networks are given the chance to develop new opportunities that will help prepare for the next generation of viewers. The research presented herein will highlight the importance of understanding the viewing audience on a more intimate level in order to meet their needs. Previous research studies/reports on millennial characteristics and media consumption habits were evaluated to gain perspective on the topic. Additionally, a survey was issued to a select population of millennials to gain further insight. This study further concludes that the creation of entertaining and interactive content is what will engage both the millennial (18-34) and plural (those persons born from 1997 to the present day) generations. Millennials still participate in the consumption of “old” media. Programmers/networks need to develop a balance between “old” and “new media” to meet the new viewing expectations of millennials and plurals. i 1 Chapter One: Introduction and Background 1.1 Introduction There have been major shifts in media consumption by society as a whole. What for so many years had been an opportunity to bring families together on a weekly basis, has now become a more personal experience as media technology has advanced. Beginning with the introduction of the VCR in the 1980s (Monaghan, n.d), television viewers were able to record their favorite programs and watch them at a later time, leading to what is known today as “time-shifted” viewing. The introduction of the Internet in the 1990s (Monaghan, n.d), created a new age of technology and innovation. The invention of various devices, including DVD, TiVo, Roku, Tablets, Laptops and Game Consoles, as well as social media outlets YouTube, Facebook and Twitter have allowed for numerous ways in which viewers can access a wide variety of media beyond the traditional television set. While traditional television has not yet been abandoned completely, there has been a steady decline in its overall consumption (Anatole, 2012). The “second-screen” is now becoming the first screen for many, holding especially true for the Millennial Generation (Anatole, 2012). Millennials (those between the ages of 18-34) have redefined the television viewing experience, fueling the shift from traditional television to the web (Baird, 2013). The Internet has become a frequent source of entertainment for millennials because it is easily accessible and meets the needs of their on-the-go lifestyle. Millennials have begun to incorporate “old media” with “new media”, 2 thus challenging programmers to find ways to attract and keep them engaged across all media platforms. In order to survive in an industry that continues to change, the more traditional forms of media that society has grown accustomed to, must learn to adapt to their environment. The current environment is led by millennials and they know exactly what they want -- when and how they want it. Millennials have been vocal with regard to their media needs, and programmers/networks need to listen and work to meet these needs before “Generation Z/Plurals” take the industry by storm. “Generation Z/Plurals” were born into an already “connected” world, being the first generation of true digital natives (O’Malley, 2013) and they long for all forms of media to be delivered to them constantly, both on and offline. 1.2 Statement of Problem While millennials are often perceived in a negative way because